This report provides an executive summary analyzing Marks and Spencer's (M&S) social media marketing strategies. It examines the transformation of promotional activities in the retail sector, emphasizing the crucial role of social media in driving sales and brand awareness, especially during the COVID-19 pandemic. The report outlines the project's aims and objectives, including understanding the conceptual framework of social media marketing and M&S's marketing channels. It reviews the literature on social media marketing frameworks, highlighting dimensions like projecting, monitoring, assessing, and responding. The report identifies challenges such as resource management and conflicts within teams, as well as the impact of limited financial resources on the project. It concludes with recommendations for M&S, including setting SMART goals, analyzing customer needs, and selecting appropriate social media platforms to maximize marketing benefits. The report highlights the importance of adapting to the evolving external environment and using effective social media marketing campaigns.
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